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Shasta County was selected by the Health & Human Services Agency as one of five counties nationally to participate in a trial effort aimed at educating citizens about the health benefits of reducing their sodium intake.
Shasta County Public Health hired creative firm LGH Marketing/Strategy to create a campaign mascot and a series of videos to appeal to the primary demographics - children, who can influence their parents' grocery buying; and adults over 50, who are statistically likely to have high blood pressure.
This is an overview of the methodology used, examples of the work, and contact information if you're interested in creating a meaningful, memorable campaign for your business or organization.
See other examples at www.lghmarketstrategy.com
Campaign Overview: The average American eats more than twice the recommended daily allowance of sodium. But the problem isn't the saltshaker - nearly 80% of the salt we eat is already present in processed and restaurant food when we buy it. Many of these foods don’t have a “salty” flavor, and sodium is an often unexpected ingredient people wouldn't associate with the foods they consume.
Why Saul? Americans are inundated with messages and warnings
about health and dietary concerns. This can cause information overload
and key messages can get lost in the mix.
This sodium awareness campaign looked at the local demographic and the key target audience (families with young children) and decided to use humor and a campaign mascot (Saul the Salt Monster) as a way to penetrate the health awareness landscape. Some of the issues include:
1. 1 out of every 3 Shasta County residents have high blood pressure.
2. Children often have an impact on which foods parents buy while grocery shopping. The silly character appeals to young and old alike, but especially with young children.
Who is Saul? A lovable salt crystal helping area residents get informed
about the issues related to high sodium diets. His growls and
facial expressions might be initially misunderstood, but he soon wins
over his audience with his simple message and helpful tips.
Saul’s key mess age:
Each video repeats information about the diseases linked to high sodium diets and
mentions some of the popular foods that may have hidden sodium content.
Why social media?
One of the ways people share information is via online social media platforms. One of the most popular types of messaging for sharing includes video or photos with humor or sarcasm.
Saul’s story: Saul is a misunderstood salt crystal who is looking out for the health of Americans by showing them lower sodium options and educating them about sodium awareness.
Why clay-mation? Standing out against the online universe filled with video content is challenging, but this classic film tradition - using claymation - gives the Saul videos a unique style all their own.
Saul’s 3 Videos :
Picnic Scene - depicts a seemingly harmless meal